Abstract [en]

Businesses today have a social responsibility towards their environment. Therefore, we investigated whether customers see the value in buying products that are produced by gender equality promoting companies. The purpose of this study was to examine the client's attitude to gender equality and to gain knowledge about the customers' choice to buy products from companies that are equal. To find out if customers see the value in buying products that are made of an equal opportunity company, a quantitative method has been used and the empirical data are gathered through a questionnaire survey. The results have been compiled using the statistical program IBM SPSS and then discussed with the help of previous research. Empirical evidence suggests that there is a market for goods that are produced by companies that have an equality between gender. The respondents showed a considerable interest in goods produced by companies with a high gender equality standard, 80,6% of the respondents have the opinion that companies should put more resources towards equality. We found a correlation between respondents who buy organic products and those who showed interest in purchasing gender equality produced products. We believe that this customer group is willing to adopt new products if the products represent their values becuse they believe it is important to create a better everyday life for everyone. The study showed that products produced by equal opportunity companies effect customers purchasing behavior. Because of that we have made the conclution that an equal opportunity marking on products would be good way to show the costumers that the product is produced by an equal opportunity company.